George on AICR: Smashing! Irresistible! I know it’s easy because the statistics are so powerful. But the combination of consumer information, good humour and hard-hitting appeal is world-class. The historic comparison with other cancers and their research histories is particularly compelling. And the suggestion that the readers should go and get tested themselves is a rare opportunity in such a mailing; it certainly adds to overall credibility.

And I liked the ‘bottom clock’ graphic. Very cheeky. Geddit? Hats off anyway.

Duncan on CAFOD: There are several times of the year when Catholic congregations are appealed to on behalf of Cafod, but this mailing has to work without the collection tray being passed around, there and then. I have to say, despite the distance from our shore and everyday lives, I find the issue of child soldiers, absolutely abhorrent. Giving to something that help gives them their lives back, has to be a good cause and this Christmas appeal seems to offer that opportunity. The line and visual metaphor on the envelope suggest a positive, whilst reminding us of the issue of child soldiers – I believe there probably is enough awareness of the issue for us to fill in the details in our own minds.

Inside, the issue of giving young Baraka his life back through a livelihood are clearly explained...and priced. This practical pricing of the cost of tools and training (with good visual support) sits well with the lower donation options, as it encourages a greater giving that will convert into something specific. The double donation form offers choice of giving and the email from the actual rehabilitation centre delivers a compelling onsite message.

The final line in the ‘Peace’ Christmas card that’s enclosed, reads, “transform weapons of war into tools of peace” – amen to that.

George on The National Trust: If this didn’t work, I’ll eat my hat – I’ve got one too. It has that thing I’m always banging on about - a Sense of Event. No one can doubt either the integrity or the importance of the appeal. The photography is stunning, the history notes compelling. The incentive of a visit to the property is dead right as is the involvement device asking people for their views on new uses for the property.

The reminder is equally sound and authoritative. Frankly, I suspect that this was a relatively easy piece to put together. But that doesn’t stop it being a first-class piece of fundraising DM.

Duncan on The Children’s Society: The necessity to dramatise the proposition and something that’s perceived as a waste of money is a very difficult balance to achieve. This does manage it brilliantly with the toothbrush and the concept of “no time to pack when you’re running from abuse”.

It is incredible that any child is abused, but that is a bigger issue and even the practical requirements of providing essentials for them when they escape is a necessary and worthy cause that’s brought to our attention with this mailing. The nice twist is that you are not expected to keep the toothbrush, but return it with your donation to complete the ‘big bag full of essentials’ (which interestingly includes a big bar of chocolate). It seems incredible that we are even accepting the fact that children as young as 8 are sleeping rough on our streets and we’re not marching on Parliament.

The case is made in the letter and as it’s a specific request, with a time prompt, it is good that it’s not overdone and sticks to the appeals aims. The accompanying ‘lift piece’ addresses the wider remit of the society and gives me all the information that will encourage me to continue to donate when the inevitable future mailings arrive.